The export strategy of the Spanish wine industry

Aim of study: This study analyses how business strategy has influenced the export performance Spanish wine industry. In recent decades, Spain been among those countries that have significantly increased their exports.
 Area We used data collected from a survey comprising 339 wine-making companies
 Material and methods: The empirical analysis was carried out by sending subsequent telephone call to all independent wineries belonging PDOs, number responses 339, 14% sample. Using Heckman methodology, we analysed variables determine decision intensity.
 Main results: firms successfully different combined strategies in order achieve an intensification exports. implies joint use seek efficiency (through cost reduction) while increasing value for customer innovation improved communication processes distribution) increase internationalisation company. Therefore, results this add new strategic alternatives traditionally proposed literature
 Research highlights: Firm also effect on To grow international markets, companies can combination options.